Young people are not a uniform group. Generation Z (1997-2012) and Generation Alpha (from 2013) each have their own preferences and expectations. What connects them? They seek places that understand them and where they can be themselves – even in the cultural sector. Gen Z grew up during a time of crisis, is socially conscious, and craves authenticity. They value cultural organizations that are socially engaged, communicate transparently, and actively involve them. Gen Alpha is growing up with AI, interactive experiences, and hyper-personalized content. They expect cultural experiences to be intuitive, fast, and fun. Want to truly reach young people with culture? Align with what drives them:
✔ Authenticity & transparency: young people easily see through superficial marketing.
✔ Social engagement: young people appreciate cultural spaces that stand for something and speak out.
✔ Personalization & experience: think of interactive exhibitions, personalized tours, or creative participation projects.
✔ Community & interaction: young people want to feel part of something bigger. Let them contribute, participate, and co-create culture.
How do you grab the attention of young people?
Young people grow up in a world full of digital stimuli. Their attention span is short, their scroll speed is high, and their time is precious. You only have a few seconds to stand out. How do you ensure your content doesn’t get lost in the social media crowd?
Storytelling: make your story truly captivating
Young people immediately see through commercial talk. What does work? Real stories that are relatable, inspiring, and relevant.
👉 Be transparent – Show who you are, from concept development to rehearsal processes or restoration.
👉 Involve others – Let young creators, volunteers, or visitors speak.
👉 Make it visual – Use Instagram Reels, TikTok, and YouTube Shorts to bring your message to life.
👉 Encourage user-generated content – Let young people create content about your organization, for example through challenges or creative calls.
A good example is the Mauritshuis, which invites young people to share their perspective on art through social content. By showcasing real stories and approaching young people as co-creators, you build mutual trust and a broader reach.
Visual content: video, memes, and interactive media
The average Dutch person scrolls through 160 meters of content daily. Young people receive thousands of stimuli, so you need to stand out. With video content, the decision to keep watching or scroll on is made in just 1.8 (!) seconds. What works to hold attention? Short, visual, and interactive!
👉 Video first – Show rehearsals, behind-the-scenes, sneak peeks, or audience reactions.
👉 Bite-sized content – Short and powerful, with a clear hook. Follow the 'miniskirt rule' for video length: long enough to cover everything, but short enough to maintain attention. 😉
👉 The first seconds are crucial – Use action, text, or a provocative question in the first 3 seconds to hold viewers.
👉 Think in series – For example, a regular feature with young visitors or a mini-vlog series about an exhibition.
👉 Play on trends – Cleverly tapping into viral memes and challenges increases engagement. But only do it if it fits your organization.
5 tips to reach young people through social media
Social media is the place where young people spend their days. In the cultural sector, a successful social media strategy revolves around a smart mix of organic content, paid visibility, co-creation, and community building.
Optimal balance between organic and paid content
A good balance between organic reach (e.g., authentic behind-the-scenes content) and paid visibility (e.g., Instagram ads for a youth activity) is crucial. Especially for institutions with limited budgets, it’s smart to focus on EGC: employee-generated content. Employees sharing stories provide credibility and relatability, ensuring your content performs well both organically and through paid efforts.
Discover the power of micro-influencers
In the cultural sector, local creators, students, or young ambassadors are often more effective than big influencers. They have a smaller but engaged following and better align with your audience's world. For example, let a young theater enthusiast vlog about a premiere or a young artist take over your Insta. It’s all about storytelling: a good influencer partnership doesn’t feel like advertising but like an honest recommendation from someone young people trust. An inspiring example of using micro-influencers in the cultural sector is De Nobelaer in Etten-Leur. One of their employees is also an influencer. She creates the most creative videos for De Nobelaer’s TikTok channel, perfectly tapping into trends.
Findability through social media (instead of Google)
Young people no longer use social media solely for entertainment – it’s their new way of searching. Platforms like TikTok and Reddit are increasingly replacing Google as the starting point for information and recommendations. Young people look for experiences, reviews, and inspiration. Ensure your content is easily discoverable through hashtags, relevant formats, and SEO for socials. Videos like “what to expect at…” or “5 things you didn’t know about our exhibition” work very well.
Build a strong community
Young people want more than just a brand; they want to belong. A strong community fosters loyalty and long-term engagement. Build a community where young people feel heard and can participate. This means not only reaching out to them but also actively involving them. Give them a voice, let them contribute ideas, and encourage interaction. Think of youth councils, creators' collectives, or private Discord groups around a festival. Engagement doesn’t come from a one-time campaign but from an ongoing relationship. A strong example is Framer Framed in Amsterdam, which actively involves young people through workshops, talks, and as co-curators.
Keep optimizing
Dive into the statistics. Analyze the channels and check whether your posted content is effective. Set goals to monitor your progress. Consider metrics like engagement rate (Which posts get the most likes and comments?), reach (how many people see my post?), and click-through rate (how often do people click through to, for example, your website?). Learn from what works and adapt your strategy accordingly.
The rapid and ever-advancing digitalization requires a constantly updated approach. Social media plays a key role in this. As a cultural professional, it’s important to adapt your (communication) strategy accordingly. This way, you can continue to reach this target group now and in the future. By being active on social media, creating engaging content, and continuously optimizing, you stay connected with your audience. Now and in the future.
This article was created in collaboration with Afdeling Online.
Are you ready to embrace change in the cultural sector?
Are you eager to reach the new audience? Then follow the DEN in-company training 'Audience of the Future.' Learn with your team who your future audience is and how to respond to them.
More articles per topic
More about audience of the future
The view on 2036: a New Year's message about the culture of tomorrow
Reaching Gen Z in 2026: 6 Online Channels for Cultural Marketers
How to Develop a Digital Youth Strategy: Five Tips for Marketers Aiming for Successful Youth Marketing
Getting young people excited about art and culture? V&A Mused succeeded.
